Foxtale, a home-grown skincare brand, has released a new brand film under its latest campaign, ‘You Glow Different’. The film focuses on everyday moments and aims to represent women as they are – without filters or exaggerated portrayals.
The campaign highlights women in a variety of settings – from boardrooms and gyms to social gatherings and private moments at home. Each scene captures women engaging in daily activities, including using Foxtale’s skincare products like the Glow Mask, while also reflecting on personal strength and routine.
The voiceover for the film is by Anasuya Sengupta, who won the Best Actress award at Cannes in 2024 for The Shameless. The commentary serves as a direct message to the audience, reinforcing the idea that beauty is found in presence and progress rather than traditional standards of perfection.
Romita Mazumdar, founder and CEO of Foxtale, said, “We wanted this film to feel like a mirror.. The idea was simple: show women the way we see them. Strong, soft, messy, radiant, unstoppable. ‘You Glow Different’ is more than a campaign - it’s how we see our consumers. Everyone glows differently. After all, women are not lightbulbs.”
The film does not feature celebrities and instead uses everyday women, in a move Foxtale says reflects its approach to authenticity and its understanding of consumers. The brand positions itself as a consistent and quiet presence in women’s lives, offering support without focusing on transformation.
Foxtale continues to promote skincare with clean formulations, aiming to support women in feeling confident without compromising their values.
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